有鑑於近年來數位轉型的浪潮，零售業產生了劇烈變化。為了提升顧客的購物體驗，虛實整合成為了零售業者當前的發展方向，其中全通路零售便是重要議題之一。本研究旨在探討全通路零售的三大特性─多元性、一致性和互惠性分別對於顧客消費行為與滿意度的影響；
本研究同時透過實體與網路問卷的方式蒐集樣本，其中有效樣本為392份。根據分析結果顯示：顧客消費行為方面，多元性對顧客在實體和虛擬通路的搜尋行為皆有正向影響，且對虛擬通路購買行為也有正向影響；一致性對虛擬通路搜尋行為有正向影響，卻對實體通路購買行為有負向影響；互惠性對顧客在虛實通路之間的搜尋和購買行為皆有正向影響。而顧客滿意度方面，多元性和互惠性對零售商整體及通路層級的滿意度皆有正向影響；而一致性對零售商整體滿意度有正向影響，卻分別對實體和虛擬通路滿意度無顯著影響。
研究模型中尚納入觸覺需求作為個人特質變數，分析多元性、一致性和互惠性對顧客搜尋行為的影響是否會受到觸覺需求所干擾，而分析結果顯示：當顧客觸覺需求越高，多元性和互惠性對顧客搜尋行為的影響會越大，有正向干擾效果；而一致性則無顯著干擾效果。
另一方面，根據顧客消費行為分析的結果，於本研究情境中，實體和虛擬通路之間有顯著的通路鎖定效果，而無顯著跨通路綜效；此外，本研究還針對顧客類型進行分析，而後發現在整個購買流程中使用多種通路的「跨通路型」顧客，會較「單通路型」顧客有更高的消費金額與數量。最終，本研究將結果進行討論和詮釋並提供相關研究及實務建議。

According to the trend of Digital Transformation in recent year, the retail industry has undergone dramatic changes. In order to improve customer's shopping experience, channel integration has become a crucial developing direction for retailers. This study is aimed to discuss the impacts of the characteristics of channel integration on customer shopping behavior and satisfaction. Furthermore, this research model uses Need for Touch (NFT) as personal difference. By this study, survey was collected in Eslite Bookstore and online at the same time. There are 392 valid questionnaires in this study. The results of the multi-regression show that Diversity and Reciprocity are positively related to online and offline shopping behaviors including searching and purchasing behavior, especially for Reciprocity. However, Consistency are positively related to online searching but negatively related to offline purchasing behavior. On the other hand, Diversity, Consistency and Reciprocity are all positively related to the overall satisfaction on retailer. Additionally, according to the t-test, Cross-channel customers have higher consumption amount and quantity than Single-channel customers. Finally, this study conclude that Eslite Bookstore should focus on the Reciprocity and put more attention on Cross-channel customers and the customer with high extent of need for touch.

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